Digital Dealer - July 2019 - 41
MA R K E TIN G & AD V E R TISIN G: D ata & Anal y ti c s
By George Nenni
Founder and Principal
Consultant,
Generations Digital
4 Sad Ways a
Dealer's Digital
Marketing Money
Gets Wasted
When it comes to digital
marketing investments,
dealers and agencies often
want to know about both the
biggest areas of opportunity
and the biggest areas of
waste. For dealerships that
are worried their agencies
may be running inefficient
campaigns or overcharging
for services, here are four
top categories to quickly
focus on:
15% and as high as 100%
(yes, there are major automotive providers, including
agency fees that equal the
monthly spend!) If you don't
ask, you may not ever know
this information. There are
two approaches to solving
this problem. First, simply
ask your agency to break
down the agency fees from
the actual spending that
would go to a Google, Bing,
Facebook, etc. The second
approach is perhaps easier.
You simply request that
the agency use your credit
card for any Google, Bing or
Facebook charges and then
send you an invoice for the
monthly agency fee. It is by
using this second method
that the dealership can truly
sleep well at night, knowing
they will always have 100%
transparency on agency
fees.
2. NOT CLOSELY
INSPECTING PAID
SEARCH - Too often I sit
through monthly conference
calls or meetings where
Continued on pg. 42
1. LACK OF
TRANSPARENCY
WITH AGENCY FEES.
I think many dealerships assume if they spend
$5,000 monthly for Google
paid search or $2,000
monthly with paid Facebook
ads, the large majority of
those dollars go directly to
the advertising. In many
cases, these dealerships
would be disappointed to
learn they are paying very
high fees, and that only a
fraction of their monthly ad
spend is actually put into
advertising. When the dealership asks that the monthly
fees get broken down between advertising spending
and agency fees, the results
can be quite surprising. I've
seen agency fees as low as
ASK FOR IMPORTANT DETAILS
SUCH AS WHICH KEYWORDS WERE
PURCHASED, AS WELL AS THE
COST AND PERFORMANCE OF EACH
KEYWORD."
D I G I TA L D E A L E R . C O M
J U LY 2 0 1 9
41
http://www.DIGITALDEALER.COM
Digital Dealer - July 2019
Table of Contents for the Digital Edition of Digital Dealer - July 2019
Digital Dealer - July 2019
A Message from the Show Director
Are You a Critic or a Coach?
Implementing an Effective Spend Management Function
Leading with Purpose – Part II
Technical Knowledge Is Essential, Get Some, & Then Close the Purchase!
Is the Sky Falling for the Buy/Sell Market? We Don’t Think So.
How to Ensure a Well-Rounded, Healthy Dealership
Interview with DCH Paramus Honda
Social Selling Tip: 5 Steps to Making Powerful Video Testimonials
Dealerships Tapping into the Power of VIN-Specific Marketing
Future of Luxury Market in the Automotive Industry
A Dealership on the Road to 10,000 Online Reviews: What I’ve Learned…
Creative is King!
4 Sad Ways a Dealer's Digital Marketing Money Gets Wasted
An Open Letter to Service Directors: Selling Your Way to Success
How Digital Retail Solutions Can Enhance Your Expertise
The Real Cost Per Lead, Wasted Spend, & How to Boost ROI with CRM
Digital Dealer - July 2019 - Digital Dealer - July 2019
Digital Dealer - July 2019 - Cover2
Digital Dealer - July 2019 - 1
Digital Dealer - July 2019 - A Message from the Show Director
Digital Dealer - July 2019 - 3
Digital Dealer - July 2019 - Are You a Critic or a Coach?
Digital Dealer - July 2019 - 5
Digital Dealer - July 2019 - Implementing an Effective Spend Management Function
Digital Dealer - July 2019 - 7
Digital Dealer - July 2019 - 8
Digital Dealer - July 2019 - Leading with Purpose – Part II
Digital Dealer - July 2019 - 10
Digital Dealer - July 2019 - 11
Digital Dealer - July 2019 - Technical Knowledge Is Essential, Get Some, & Then Close the Purchase!
Digital Dealer - July 2019 - 13
Digital Dealer - July 2019 - Is the Sky Falling for the Buy/Sell Market? We Don’t Think So.
Digital Dealer - July 2019 - 15
Digital Dealer - July 2019 - 16
Digital Dealer - July 2019 - 17
Digital Dealer - July 2019 - How to Ensure a Well-Rounded, Healthy Dealership
Digital Dealer - July 2019 - 19
Digital Dealer - July 2019 - 20
Digital Dealer - July 2019 - 21
Digital Dealer - July 2019 - Interview with DCH Paramus Honda
Digital Dealer - July 2019 - 23
Digital Dealer - July 2019 - 24
Digital Dealer - July 2019 - 25
Digital Dealer - July 2019 - 26
Digital Dealer - July 2019 - 27
Digital Dealer - July 2019 - 28
Digital Dealer - July 2019 - 29
Digital Dealer - July 2019 - 30
Digital Dealer - July 2019 - 31
Digital Dealer - July 2019 - Social Selling Tip: 5 Steps to Making Powerful Video Testimonials
Digital Dealer - July 2019 - 33
Digital Dealer - July 2019 - 34
Digital Dealer - July 2019 - 35
Digital Dealer - July 2019 - Dealerships Tapping into the Power of VIN-Specific Marketing
Digital Dealer - July 2019 - 37
Digital Dealer - July 2019 - A Dealership on the Road to 10,000 Online Reviews: What I’ve Learned…
Digital Dealer - July 2019 - 39
Digital Dealer - July 2019 - Creative is King!
Digital Dealer - July 2019 - 4 Sad Ways a Dealer's Digital Marketing Money Gets Wasted
Digital Dealer - July 2019 - 42
Digital Dealer - July 2019 - An Open Letter to Service Directors: Selling Your Way to Success
Digital Dealer - July 2019 - 44
Digital Dealer - July 2019 - How Digital Retail Solutions Can Enhance Your Expertise
Digital Dealer - July 2019 - 46
Digital Dealer - July 2019 - The Real Cost Per Lead, Wasted Spend, & How to Boost ROI with CRM
Digital Dealer - July 2019 - 48
Digital Dealer - July 2019 - Cover3
Digital Dealer - July 2019 - Cover4
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